BUS240 - Services Marketing - 2023/24

Welcome to one of the most evolving topics in the marketing literature. Services marketing, which typically refers to both business to consumer (B2C) and business-to-business (B2B) services, and includes marketing of services such as telecommunications services, financial services, hospitality services, transportation services, healthcare services, and professional services. In light of the growing importance of services in local and global economies, it becomes crucial to study and understand the functionality of service offerings. To do so, the conventional 4Ps of the marketing mix are extended to 7Ps of the services marketing mix. Students will gain an appreciation and understanding of the practical application of the service mix in relation to a variety of service markets, both in the UK and globally. Thereby, this module examines services marketing from a strategic marketing perspective, and enables students explore principles of services marketing in relation to marketing and the broader field of management, e.g., human resource management or innovation management.